BCBusiness

70 BCBusiness APRIL 2016 iteration of Trump Tower is one of many such branded properties around the world, the others having been built before the Donald began systematically insulting races and people of almost every tint and hue. Darren Dahl, professor of marketing at the Sauder School of Business, says the Trump brand was a calculated risk for Holborn even back when partnering with the Donald simply meant aligning your company with an attention-seek- ing celebrity businessman and reality TV star. "Looking at the success of other projects with the Trump name, it must have looked like a pretty good bet," Dahl says. That was before Trump's remarkable emergence as a divisive political gure, beloved by some and excoriated by oth- ers. Holborn now nds itself preparing to open a major property branded with the name of a man who described Mexi- cans as rapists and advocated a total ban on Muslims entering the United States. City councillors have decried the new Trump Tower as a giant middle nger to everything Vancouver is supposed to stand for. Not quite as bad as unveiling Kim Jong Un HˆBomb Plaza, but close. Still, Dahl sees a clear di‹erence between Subway and Holborn. "Some say there's no such thing as bad public- ity, but there's no upside for Subway," he says. "That's just toxic." But Dahl believes the controversial Trump name may still have equity. "There are still people excited about Trump," he says. "Not so much in Canada or in Vancouver perhaps." According to Rachel Thexton of Thexton PR, whose clients include various developers, situations like Sub- way's are unavoidable. "For the most part, if a company is honest, apologetic and takes actions to x a problem, the public is willing to forgive and move on," she says. Holborn, however, is not moving on. The company insists its hands are tied by a legal agreement. As of press time, Trump Tower remains Trump Tower. Thexton believes the company should make the best of the situation by going local. "If they can't remove the Trump name, I would recommend that company communications focus on the local developer and Vancouver team members, and B.C. hospitality and entertainment," she says. "It's also important to emphasize that Holburn does not support Trump's politics. Transparency around pro ts will assure locals that Trump does not pro t in any way from home sales or amenity use. That will allow people to try the buildings' restaurant and spa while knowing they are not supporting Trump's bank account." Holborn is contractually linked with Donald Trump. But even without a con- tract, Trump seems to have successfully tied himself to another famous brand— the United States of America. "He's wrapped himself in the "ag," Dahl says. "In the democratic arena, he's been the one with the microphone." Vancouver will have a prominent Trump-branded building. But will Washington? "Shopify... is a good example of a true unicorn" (Financial Post, Nov. 18, 2015 ) J a r g o n W a t c h Once upon a time, a unicorn was simply a mythical horse-like creature with a long, pointy horn on its forehead. Then in 2013, Silicon Valley venture capitalist Aileen Lee wrote an online article about U.S.-based software companies started since 2003 and valued at over $1 billion. She called them "unicorns" because they are so rare. Now the word is everywhere, spawn- ing spin-offs like "decacorn" (tech startups worth US$10 billion plus) and "narwhal" (a Canadian tech company launched as of 1999 and worth CDN$1 billion or more). u•ni•corn [from unicornis: having one horn] MAKE IT HERE WITH BCBUSINESS Calling All Students Interested in writing about the people and companies driving B.C.'s thriving business community, while working with an award- winning media brand? Our practicum program provides an excellent window into the business of modern publishing and gives you the hands-on experience, contacts and well-rounded portfolio you'll need to jump-start your own career. Full-time and part-time options are available. Students must be enrolled in a post-secondary institution with an established co-op or practicum program. To apply please send your cover letter and resume to editorial@canadawide.com

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